Twenty-first century township moms have discovered Facebook, according to the findings of a recent study involving 20 women from Alexandria and Soweto.
The research was conducted by communication agency Draftfcb and involved in-depth conversations with 20 women aged between 22 and 37 - all of whom are mothers and either employed or self-employed. The women fall within the 5-7 LSM group.
Explaining the motivation behind the study, head of strategy for Draftfcb Rita Doherty says: “We felt there were a number of old stereotypes of moms still hanging around conversations, especially those about township moms.
“We felt we were lacking insight into where the social mobility was happening and the aspirational changes that are occurring in this market.”
Doherty says that, while the results can't necessarily be said to speak for what is happening across the entire country, they are a good indication of what the new trends are in that market sector.
Delightful discovery
According to Doherty, while the findings both confirmed and destroyed several perceptions today's marketers have about the target market, the most surprising findings were those concerning the lives of these women within the digital and social networking environments.
“Many township moms work long hours. Housework and kids fill up their personal time. There is not much time for TV - except Generations,” says Doherty.
“Instead, these new-age moms have discovered Facebook - they Facebook on their phones while they cook, in the bath and even in bed,” says Doherty, adding that among all the women who were interviewed, there was a huge sense of delight in their discovery of the social network.
“These women are all entering the social media space directly through their phones, and they're diving right in.”
“I cook while I'm on Facebook and listening to the radio,” said one respondent.
One of the women from the study says: “I log on daily, chat with my friends, update my status and share pictures. I also like commenting on interesting topics.”
Doherty says there are two primary reasons why these women use Facebook: to connect with friends, and to solve problems through seeking information and advice.
Other moms are also using their phones to check job sites. A particularly tech-savvy mom says: “I check my Facebook page, Twitter, and my e-mails everyday. At the end of the month, I also check my accounts and read about new deals and sales that the stores are offering.”
According to Doherty, a general feeling among the women was also that, after discovering Facebook, they no longer feel bored or lonely.
BlackBerry aspirations
The researchers say none of the women who were interviewed were using smartphones to access the social network, and were instead relying on simple WAP-enabled handsets. The average amount spent by the women on accessing Facebook was R5 a day.
“I bought the phone truly to Facebook as I couldn't access it and I was curious to know more about this Facebook thing,” said one of the women.
The most popular handsets among the sample group were Samsung and Nokia devices; however, across the board the BlackBerry was the aspirational handset.
“There is a definite association between a BlackBerry and business success, which why most of these women aspire to own one,” says Doherty.
Doherty does, however, add that the discovery of social media is not coming at the expense of television and radio, but is instead complementary.
“We are noticing the two-screens phenomena, whereby television and social media have a symbiotic relationship.”
On the radio
Another recurring theme was that these women discovered Facebook through the radio, with many referring to YFM and Metro FM DJs discussing the social network on air and asking listeners to comment online.
“I always heard about it on Metro FM,” says one of the women. “They had competitions and interesting topics that they talked about on radio and the listeners can comment on the Metro FM Facebook wall.”
“I think that social media is reaching the tipping point in SA, and it's because of mobile,” says Doherty, adding that - according to Vodacom - there are nine million WAP-enabled phones in SA.
“Also, as we see smartphones such as BlackBerrys cross the affordability barrier, the uptake of social media is going to continue rapidly.”
African trend
The findings of the Draftfcb study further entrench recent reports regarding the growth of mobile Internet in SA and across the continent.
The Mobility 2011 study by World Wide Worx estimates there are six million South Africans with Internet access on their phones.
The same study also found MXit was the most popular service for 24% of cellphone users, with Facebook coming a close second, with 22% reach. Facebook, in fact, surpassed MXit in the urban over-16 market, with 30% reach.
On a broader scale, statistics from Facebook analytics site Social Bakers show Africa is Facebook's fastest growing market, with a 50% increase in members over a six-month period. Asia comes a close second, with a 43% relative increase.
Last year's State of the Mobile Web report, by Opera, also noted that Facebook, Google and YouTube all do well in Africa. Facebook is the top-ranked site in six of the 12 listed countries, and Google is ranked first in the remaining six countries.
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